Mehdi Ouni
International Senior Executive
ASIA
Summary
Visionary and results-driven executive with 19+ years of international leadership in the luxury, beauty, and retail sectors, holding senior roles at global groups such as LVMH, Shiseido, Chanel. Expert in strategic planning, omnichannel transformation, and organizational restructuring. Proven ability to lead large-scale change, drive business acceleration, and manage cross-cultural teams across EMEA and APAC. Recognized for building and scaling brands in complex, high-growth markets through customer-centric innovation, operational excellence, and long-term strategic vision.
Overview
25
25
years of professional experience
4
4
Languages
Work History
APAC Managing Director
BENEFIT COSMETICS/LVMH
09.2024 - Current
- Management of a three Subsidiaries across Asia and 700 people
- Member of LVMH Beauty Executive Committee and LVMH board of directors
- Designed and deployed a regional strategic roadmap for omnichannel integration, driving growth and operational efficiency
- Oversaw end-to-end execution of digital acceleration and customer-centric transformation
- Driving luxury brand positioning and sustainable expansion across key Asian markets.
Middle East and Africa General Manager
BENEFIT COSMETICS/LVMH
12.2020 - 08.2024
- Member of LVMH Beauty Executive Committee and LVMH board of directors
- P&L and strategic responsibility for 85+ employees across MEA region
- Set up and roll out of a successful Omnichannel strategy across the region
- Developed and implemented a 360 regional transformation strategy (organization, distribution, digital)
- Led digital & ecommerce acceleration with double-digit revenue growth
- Introduced a DE&I framework aligned with LVMH’s ESG strategy
- Elevated Benefit Cosmetics to make-up market leadership in the Middle East
Middle East Group Commercial Director
SHISEIDO MIDDLE EAST
08.2019 - 11.2020
- Middle East management of Shiseido brands portfolio across 11 countries and Direct management of 15 people
- Led brand cluster segmentation and business model optimization
- Initiated structural reorganization for agility and scalability
- Conducted high-level regional negotiations and strategic partnerships
- Oversaw regional business strategy across 11 markets and multiple prestige brands
Senior MIddle East Manager
CHANEL Ltd Middle East
05.2013 - 07.2018
- Middle East management of Chanel Fragrances and Beauty division (2 direct reports and 150 reports in local subsidiaries)
- Spearheaded selective distribution refinement and market-specific growth levers
- Regional strategy lead for Chanel F&B in the Middle East
- Head of UAE Market
- Retail KPI setting at a regional level and coaching program
Middle East and Africa Area Manager
BEAUTE PRESTIGE INTERNATIONAL
10.2010 - 04.2013
Middle East and Africa Area Manager
BOGART GROUP
01.2006 - 01.2010
Sales Manager & Training Manager
PEUGEOT CITROEN GROUP
03.2001 - 01.2006
Education
Master's degree - International Business
Business Administration Institute of Poitiers University
France01.2000
Bachelor - International Business
Nantes University
France01.1999
Skills
- Strategic Business Planning & Execution
- C-Level Stakeholder Engagement & Governance
- Brand Development & Luxury Positioning
- Omnichannel & Digital Transformation
- P&L Management & Commercial Strategy
- Organizational Restructuring & Change Leadership
- Global Expansion (EMEA & APAC)
- ESG & DE&I Program Implementation
- Leadership of Large Multicultural Teams
Timeline
APAC Managing Director
BENEFIT COSMETICS/LVMH
09.2024 - Current
Middle East and Africa General Manager
BENEFIT COSMETICS/LVMH
12.2020 - 08.2024
Middle East Group Commercial Director
SHISEIDO MIDDLE EAST
08.2019 - 11.2020
Senior MIddle East Manager
CHANEL Ltd Middle East
05.2013 - 07.2018
Middle East and Africa Area Manager
BEAUTE PRESTIGE INTERNATIONAL
10.2010 - 04.2013
Middle East and Africa Area Manager
BOGART GROUP
01.2006 - 01.2010
Sales Manager & Training Manager
PEUGEOT CITROEN GROUP
03.2001 - 01.2006
Master's degree - International Business
Business Administration Institute of Poitiers University
Bachelor - International Business
Nantes University
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